Leo Kivijarv

Articles by Leo All articles by Leo

• Time Spent With Advertising Daily in Research Intelligencer on 04/02/2018
  

  Recently, "Research Intelligencer" approached PQ Media with the following question: How much of total consumer media usage is spent solely with advertising? This is a very complex question because often when advertising is the media content, people are not consciously interacting with the message as they would with entertainment and information content. For example, a viewer will focus on the plot of a favorite TV show, but once there is a commercial break, he or she might use a DVR to skip the ads, leave the room or start texting while the ad runs. Similarly, as this person reads the print edition of a newspaper, he or she concentrates on the article, although the peripheral vision notices the ad next to the article, but not necessarily the product being advertised. Thus, the term "exposure" becomes more relevant than "usage" in determining the time spent by consumers with advertising.

Comments by Leo All comments by Leo

• For Movie Theaters, 'Home Runs' Are Not The Problem - Singles, Doubles Are by Wayne Friedman (TV Watch on 02/19/2024)
  

  What's missing in the analysis, which I think is correct in essence, is that the number of films being produced each year is still down considerably from pre-pandemic levels, hurt by the recent actor & writer strkes that slowed production once again. I agree that there haven't been enough mid-tier films, like the recent holiday gem "The Holdovers." aimed towards older audiences.

• IAB Benchmarks Value Of Free Digital Media Access To Consumers by Laurie Sullivan (MediaDailyNews on 01/30/2024)
  

  I'm having a difficult time with this study's findings. Television and radio were free for decades, but consumers began paying to access them when the media platforms shifted to a pay-model via cable/satellite/teleco services (and now streaming). No one was asked how much they would be compensated to lose access to free information. Let's take it a step further with brand licensing and promotional products - why aren't I compensated to wear a brand-associated apparel like a "Star Wars" t-shirt, but instaed have to pay for it, or radio station hat given away free at an event? I'm advertising thses brands by wearing them. 

• 'M*A*S*H' Doc Makes Claim That Show 'Changed Television' by Adam Buckman (TVBlog on 12/21/2023)
  

  Ed, I agree that the list could go on, from I Spy, Soap, Flip Wilson, Smothers Borthers, Meet the Press, First World Series broadcast, Wide WOrld of Sports, whatever was the first Spanish-language show on US TV, etc. You and I together could probably put a list of the 1,000 shows and/or programs that changed America TV (I'm old enough to remember not having a television in the household).

• 'M*A*S*H' Doc Makes Claim That Show 'Changed Television' by Adam Buckman (TVBlog on 12/21/2023)
  

  You ask, "Can more than one show change television?" Of course. I Love Lucy was the first to be shot on film and they were the first to own the rights to the show for syndication. The coverage of the Kennedy assissination changed the way news operators covered major events, as did Nightline a little over 15 years later that led to CNN (not to menion 60 minutes), Hill Street Blues gave us the moveable portale cameras in drama shows, Candid Camera gave us reality programming, Seasame Street rewrote how to do children's programming, mini-series like Roots gave us binge watching on streaming services. Add the niche cable network's first programs on ESPN and MTV, among others. The list could go on on and on.

• From Dust To Magic And Back Again: A Brief History Of Advertising And Media by Morten Pedersen (Planning & Buying Insider on 09/11/2023)
  

  I was a little confused when I first read the headline on the "history of advertising & media," thinking that you would discuss the first use of media around 3000 BC in Babylon (Iraq), or out-of-home around 2500 BC and direct mail & coupons in 1800 BC in Egypt, among others. As to the history of agencies, I would expected you to discuss Volney Palmer or N.W. Ayers in the 1840s-1860s, who revolutionized newspaper media buying, or Ledbetter Lee in the late 1800s, early 1900s, who brought standarization to the PR industry, among others. To call this a history of advertising & media and start in the 1960s doesn't do justice to the late Bob Coen, who tracked advertising by media platform back to the the 1920s. 

• Searching For TV's Most Patriotic Shows by Adam Buckman (TVBlog on 07/03/2023)
  

  What about all the 1960s spy shows that were about protecting the American way of life - "Man from UNCLE," the inappropriately named "Girl from UNCLE," "Get Smart," "I Spy." Should we add in "Watergate Hearings" and "January 6 Hearings," as well as Edward R. Murrow's " March 9, 1954 episode in which he took on Senator Joseph McCarthy. Finally, what about the moon landing in which the American flag was planted for eternity. 

• My Past Is Prologue by Joe Mandese (RTBlog on 03/27/2023)
  

  Joe, you list Don Epperson twice - between Mary Meeker and my firm PQ Media and between Mike Bloxham and Don Peppers. Two possible replacements include yourself and/or Vincent Letang.

• Nielsen: Streaming Reaches 34% Share In February, Linear Continues To Fall by Wayne Friedman (Television News Daily on 03/16/2023)
  

  This is a confusing article given the January chart for comparison which showed streaming was 38.1% of viewing and now it's 34.3% share, which doesn't indicate to me a growth in streaming viewing, regardless of Nielsen's new methdology. Netflix was down from 7.5% to 7.3%, YouTube down from 8.6% to 7l9%, Hulu down from 3.5% to 3.3%. Prime and DIsney up 0.1%, HBO Max, Peacock and Pluto flat. To me, that says that streaming weakened in February when compared with January data. 

• It's Tough Being A Former Ad Industry Futurist by Joe Mandese (RTBlog on 02/13/2023)
  

  PQ Media executives have been preparing ad-supported vs. consumer-supported usage comparisons for more than 25 years. It includes media multitasking and our data closely matched the data that Mike Bloxham and his team uncovered at Ball State University in the mid-2000s, which has accelerated with the introductions of the computer tablet and smartphone. We include all ages, not just 12+ or 18+. Our data looks at all consumer-facitng media platforms (TV, Radio, Newspaers, Magazines, Books, Movies, Recorded Music, Pure-Play Internet, Pure-Play Mobile, Videogames, and Out-of-Home Media), as well as many of the channels within those platforms, such as broadcast TV, pay TV, DVRs, VOD/PPV, and streaming video in television. In preparing the ad-supported vs. consumer-supported, the criterion used is whether that medium generated more revenue from advertising & marketing or from end users. And that line is blurring, particularly as circulation spending is catching up to ad spending in print media, and pure-play digital ad & marketing spend, like search, are closing the gap with access spend. What one has to remember is that the heaviest users of media are older demographics that continue to use the linear media they grew up with, and which expanded during the pandemic.  

• Most Media Consumption Down in Q4, Including Paid Streaming by Karlene Lukovitz (Video Insider on 01/31/2023)
  

  So, for the first time in history, media consumption falls as the weather gets colder and people do fewer things outside the home. Really?

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